Challenge
When there’s a 1,000-pound gorilla staring you down, you don’t fight it by acting like one. In the highly competitive fractional ownership market, that gorilla is Netjets, the outfit that invented the fractional ownership concept, claims a majority market share and is one of Warren Buffet’s stable of Berkshire-Hathaway companies.

Our client, Bombardier Flexjet shared the remaining marketshare with two other fractional programs, each owning a roughly equal share. It was imperative for Flexjet to stake a unique, compelling position that established a clear point of difference from all competitors — and presented Flexjet as the best alternative to Netjets.

The target audience was the ultra-affluent business and leisure traveler, with assets of more than $30 million. Reaching this exclusive audience is extremely challenging. People with this kind of serious wealth tend to rely on personal recommendations for their business decision. Communications directed at this audience must also first pass through numerous gatekeepers.

Insight
Netjets has successfully and consistently laid claim to the market leadership position. However, Flexjet’s high level of service and owner satisfaction have been identified as superior to Netjets and other competitors. Our strategic approach was to redefine leadership, and position Flexjet as the leader in premium service.

Solution
The creative idea was simple. Place the Flexjet aircraft right in the middle of where the ultra-affluent would be enjoying life to the fullest. In front of the Metropolitan Opera. On the green of an elite golf course. In Paris, on the Champs d’Elysees. At a fly-fishing paradise. The slopes of an exclusive ski resort. The overall theme: Freedom. Fueled and waiting.

Our primary tactics included a print advertising series in the Wall Street Journal, Forbes and other high-profile business and lifestyle publications. And an annual direct mail to American Express Platinum and Centurion Members, in conjunction with exclusive offers of elite luggage and timepieces.

Other tactics included a quarterly Flexjet Direct newsletter targeted to owners and prospects. And an exclusive owner referral program that rewards successful referrals with elite premiums, such as luxury cruises and additional flight time.

Results
The success of this effort was steady and significant. During the campaign, Flexjet’s market share grew, pushing them above the pack of competitors into the No. 2 position in terms of market share. Both the print and digital versions of Flexjet Direct continue to be key relationship and referral-building tools.